For more make sure you read the social media interview published from yesterday.
Why is Tegan’s campaign successful in my educated opinion as a Business Administration and Marketing Student at Seneca College?
Our People + Target audience + Features and Benefits= Brand positioning for sales.
Tegan personalizes content, she talks to her frequent and new shoppers in the videos and she makes time to talk to customers online and in person. Rather than leaving comments on ads unattended they usually reply to commented content online.
Brand Positioning formula for failing to sales companies.
Name + Offering + Features & Benefits = Positioning on the Market. Why is that formula wrong?
Think of it like this people don’t care about your brand name that is just white noise… The offering, again if they don’t care about your name they probably don’t care about your offering! Features & Benefits, this is good for you. A digital marketing firm approached me about a website today, because they lacked in personalized messaging and they wrote an email about their prestigious name and features and benefits. I said to the firm I would rather hire teenagers than snobs.
Ad Narrative: Click the picture above for more details
What was the problem?
They didn’t even create a sales rapport with me, they didn’t ask how I was doing. Or state they understood my brand’s offering. They just pitched!
“Did I give you permission to pitch?“
To conclude when it comes to sales & Marketing don’t take personalized approaches out of it. “The Professional approach sucks!” Selling is always personal and it will always be personal. If you are a company just trying to sell a name, well then you are selling wrong. If you are a company selling quality service workers to customers who you know. Then you are selling correctly!
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